<div id="readability-page-1">Ford Motor Co. is partnering with Seattle-based outdoor brand Filson to launch a new Bronco SUV aimed at consumers who value rugged utility, outdoor adventure and products built to last for generations. The companies announced Tuesday that the first-ever Bronco Filson SUV will debut on June 3.&#34;It is definitely catered to those that really have the appreciation for the outdoors, but [those who] also have an appreciation for products that you buy for the durability and the legacy of them standing up over time,&#34; Dave Rivers, head of Ford Enthusiast Brands, told FOX Business. &#34;Think about Broncos from the '60s that now go for over $100,000 – ones that are passed on through generations. … The same exists for Filson.&#34; FORD RECALLS OVER 179,000 BRONCO AND RANGER VEHICLES OVER SEAT DEFECT<div><div> <img src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2026/05/931/523/bronco-filson-suv-1.jpg/query-dGw9MSZ2ZT0x?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="931" height="523" original-src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2026/05/931/523/bronco-filson-suv-1.jpg/query-dGw9MSZ2ZT0x"/></div> The companies announced Tuesday that the first-ever Bronco Filson SUV will debut on June 3. (Ford Motor Co.)</div>The companies said the Bronco Filson collaboration is also rooted in a shared commitment to craftsmanship and American manufacturing.&#34;We're both American-made. Bronco is assembled at our Michigan assembly plant, and Filson has their manufacturing footprint in the Pacific Northwest. So we have that common thread of American manufacturing,&#34; Rivers said.Unlike traditional marketing partnerships, Ford said the collaboration was designed directly into the vehicle itself.&#34;This is actually us collaborating with them to take the best of what Filson is and the best of what Bronco is and bringing it together in the product,&#34; Rivers said.HOW CUTTING ONE COSTLY HABIT COULD SAVE SMALL BUSINESSES THOUSANDS ON FUEL: EXPERTThe Bronco Filson is intended to function both as a daily driver and a capable off-road vehicle for outdoor enthusiasts, according to Neil Morgan, head of strategy at Filson.&#34;It also has the capabilities of being your commuting vehicle, but I'd say it really is attractive to those people that have that adventurous, outdoor spirit,&#34; Morgan told FOX Business.The automaker and Filson previously collaborated in 2020 on the Ford Bronco x Filson Wildland Fire Rig concept vehicle, which supported wildfire conservation efforts through the National Forest Foundation.&#34;We're teaming up with Filson in this brand collaboration to redefine the rugged premium utility space,&#34; Rivers said. &#34;Between the two of us, we have just a tremendously long history in this space.&#34;Morgan added, &#34;This is a partnership many years in the making.&#34;FORD RECALLS NEARLY 1.4 MILLION F-150 PICKUP TRUCKS OVER GEARSHIFT ISSUE<div><div> <img src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2026/05/931/523/filson-bronco-4.jpg/query-dGw9MSZ2ZT0x?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="931" height="523" original-src="https://imageproxy.pbkrs.com/https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2026/05/931/523/filson-bronco-4.jpg/query-dGw9MSZ2ZT0x"/></div> The Dearborn, Michigan-based automaker and Filson previously collaborated in 2020 on the Ford Bronco x Filson Wildland Fire Rig concept vehicle. (Ford Motor Company)</div>CLICK HERE TO GET FOX BUSINESS ON THE GOThe announcement follows another recent Ford partnership with workwear brand Carhartt.Earlier this month, Ford and Carhartt announced a collaboration focused on industries such as construction, manufacturing, public services and skilled trades.The companies also introduced a Ford Super Duty Carhartt truck, a Super Duty XLT pickup co-developed by the two brands.</div>

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Ford Motor Co. is collaborating with outdoor brand Filson to launch the Bronco Filson SUV on June 3, targeting consumers who appreciate rugged utility and durability. The partnership emphasizes American manufacturing and craftsmanship, integrating Filson's qualities into the vehicle design. This collaboration follows their previous work on the Bronco x Filson Wildland Fire Rig concept vehicle, aiming to redefine the rugged premium utility market.

- Ford Motor Co. is collaborating with outdoor brand Filson to launch the Bronco Filson SUV on June 3, targeting consumers who appreciate durable, rugged products.  
- This partnership emphasizes American manufacturing, with both brands showcasing their commitment to craftsmanship and functionality in outdoor settings.  
- The Bronco Filson SUV aims to serve as both a daily vehicle and an off-road option for outdoor enthusiasts, building on previous collaborations focused on shared values and conservation efforts.

Ford teams up with outdoor outfitter Filson to launch new Bronco SUV